Today, more and more people are working diligently to raise awareness and champion for a number of health-related and social issues, with topics ranging from cancer awareness, environmental concerns, U.S. veteran support, safety awareness, drugs/alcohol, and many illnesses/diseases. Educating the public and raising funds for these causes is the prime mission of a number of groups and organizations. Ribbons, bookmarks, pins, T-shirts, bracelets, drinkware, lapel pins, bumper stickers, calendars, coins, magnets and decals are the carriers of important messages that leave a long-lasting impression.
For promotional products suppliers, this market provides multiple opportunities for distributors to present their customers with appropriate items that they can in turn share with their clients that will raise awareness about the aforementioned issues during important events like walk/runs, parties, and vigils. Phil Martin of Warwick Publishing emphasizes this market offers significant potential. “There are organizations in almost every city in the country that have a need to get their message out and don’t have huge budgets to do that,” he states. “Promotional products can fill that need, and usually at the lower end of most budgets.”
Margit Fawbush at BIC Graphic notes that most non-profits have two goals in mind: to raise awareness and raise money. “Promotional products have an impressively low cost per impressione – making them the ideal medium for both objectives and for the various audiences non-profits are seeking to impact,” she states. Grethe Adams of Southern Plus emphasizes that the money-making aspect is secondary to attracting attention to the issue – to change policy to help or change the particular issue.
In agreement is Martin of Warwick Publishing. “The need to inform and keep the message top of mind to as many as possible – for as long as possible and for the least amount of money possiblee – is what awareness programs are all about,” he affirms, adding that there is a growing need to make people aware of causes on an ongoing basis rather than just a quick ad that doesn’t have staying power.
BIC Graphic’s Fawbush expands on Martin’s thoughts, adding that products like tote bags, T-shirts and drinkware are items that are used frequently and therefore seen by many. “Donors and volunteers are proud of their affiliation with a cause and carry these items as a badge of honor and part of their personal brand,” she affirms. “Quality items that last will support a mission long after the event where they are distributed is over. Awards and recognition pieces are often displayed in an office or home for years to come.” She adds that for events that attract larger crowds, lower cost items like pens, magnets and bandage dispensers can end up in purse or on a fridge – and serve as a long-term reminder of the cause.
Fortunately, promotional products suppliers have a wide array of new and best-selling products in this market designed to keep important causes in the public eye. Josette Bosse at Bay State Specialty Company reports the company’s Awareness ribbon jar openers are a “fantastic” product for awareness/cause. “By showing your support, Awareness openers send a powerful message of hope and concern,” she affirms. “Awareness openers go into the home where they will be used, seen and appreciated daily.” Additionally, Bosse says the PAL7016 Be-Safe Bracelet is perfect for evening awareness events.
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In addition to silicone wrist bands for breast cancer awareness, Keystone Mint offers coins and medallions for cause and safety programs. Patti Smith reports that many of the coins the company produces are to commemorate an event or someone accomplishments. “I believe that distributors are looking for inexpensive items to be given away for people's donation to a cause,” she explains. She adds that coins are a good keepsake item. Keystone Mint’s top-selling items are its 1.5-inch brass and 1.75-inch aluminum coins for safety awareness.
Color is an important factor when it comes to cause/awareness products, according to BIC Graphic’s Fawbush. “Non-profits often have a specific awareness ribbon color that they want highlighted in all of their merchandise,” she comments. “We offer lots of options and capabilities for matching those important brand elements. britePix® full-color, photographic quality imprints offer endless opportunities for perfect color matches and impactful brand messaging.” Additional best sellers include the silicone awareness bracelet in pink, awareness ribbon keyholder; ribbon badge holder, BIC® WideBody Design Grip pen with pink ribbon built into the grip, ribbon-shaped BIC Sticky Note die cut adhesive notepad, medium snap tote, breast self-exam and health chart, Poly-Clean Bottle, shoe wallet, and white frame sunglasses with pink bows.
Andy Arruda of Hub Pen Company agrees that it’s all about color in the cause/awareness market. “In the beginning, the focus was primarily looking for product with the correct colors to tie in to the promotion,” he says. “Now, suppliers are making product specifically for that market because of its growth.” To that end, the company’s #365 Sympatico features a unique looking ribbon as the clip and is available in five colors that tie into a multitude of awareness causes. “The beauty of the Hub Pen line is that all our pens are available in a multitude of colors, which will suit many awareness causes,” he adds.
Over at Southern Plus, bags and totes have enjoyed great success. “As the ban on single-use plastic bags become more prevalent with increasing numbers of cities adopting this policy, the use of re-usable bags makes this an even more relevant item for this market segment,” Adams elaborates. The company’s budget-friendly 7402CQ Handle Anything tote comes in a natural cotton with 22 different handle color options, and Adams explains that the handles mimic the often-used ribbon design of many health-related causes.
Stan Dohan of The Allen Company reports the company’s new 14 CAMELBAK® styles, as well as its new Boss brands of 20- and 30-ounce, double wall, vacuum insulated tumblers and Takeya® water bottles are hot sellers in the cause/awareness market. Best-sellers include the company’s insulated Tritan and stainless brand bottles and travelers as well as its Blender Bottle® line.
Distributors who haven’t already tapped into this lucrative market should seriously consider it. Promotional products suppliers agree that market education is vital. Before pitching cause/awareness items to customers, visit supplier websites – most have dedicated pages that list events, grouped cause/awareness products, and sales flyers that can be downloaded. Again, Fawbush emphasizes the importance of quality. “In order to continually fill the pipeline of volunteers and donations, non-profits have to say ‘thank you’ and recognize the people and organizations that contribute to their success. Developing a program that is consistent from year to year with coveted, beautiful pieces is an important part of your major donor programs. Volunteer leadership will appreciate smaller items like elegant paperweights, plaques and awards that say thank you without seeming over-the-top.”
Arruda of Hub Pen Company also weighs in, mentioning that it is crucial to be mindful of the organization as well as the objective of the promotion. “The promotion needs to be tasteful and the message they want to get out concise,” he says. Adams of Southern Plus adds to avoid products requiring size consideration.
Warwick Publishing’s Martin offers advice on customer education. “Oftentimes it’s just a matter of explaining a calendar’s large message and imprint areas, the staying power all year long, and low price that can create sales,” he notes. “And as an added bonus, calendars have the highest repeat order factor in the industry. Approximately 78 percent of calendar orders repeat for three or more years!”
Dohan of The Allen Company, who maintains that his company has a very high level of involvement with distributors when it comes to this market, keeps his advice simple. “Have courage and believe the market desires brands and useful items,” he states. This savvy business advice serves as a reminder that this feel-good market not only has staying power, it demonstrates that people still care about worthy causes.
Case Study
Phil Martin, Warwick Publishing
A Cancer Awareness program used a Warwick 991-09DP Desk Calendar with a full color photo of their “Race for the Cure” which also doubled as a “Save the Date” for the next year’s event. A calendar was given to all participants and donors and served as a “thank you” for their donation, and/or participation, and also as a daily year-round reminder of the next event. Recipients proudly display their calendar to show that they participated, and it’s a year-long reminder for next year’s event. A total of 2,600 calendars were purchased at a cost of $7,098.00 and distributed after the race in a “thank you” gift bag. The organization had a total budget of $25,000 for participant gifts and raised more than $150,000.00 from the event. At this point, they have 2,654 registered for the 2016 October event and have ordered 3,000 of the same calendar style for 2017.
In another awareness program, a college wanted to remind students every day about the dangers of drinking and driving. They ordered 2,100 pieces of a low-cost Warwick Tri-Fold 1601 calendar that they could customize with no extra charges and have a full color imprint. Their total budget for this awareness program was $5,000 and the calendar cost was $1,659. Calendars were distributed before the Christmas holiday break to all students. The college has re-ordered a similar calendar for 2017 as they feel their message is seen every day by most students, and that is well worth the cost of the $.79 (c) calendar.